The Wine of Montenegro project, which includes the creation of an online platform and guide linking wine producers with tourism professionals, is set to enhance Montenegro’s emerging wine tourism sector.
The project was officially introduced at the European House, with funding from the European Union (EU), and is designed to support the growth of wine tourism in Montenegro.
As noted in the announcement, wine tourism in Montenegro is still in its early stages, but the potential is vast.
Currently, only a few Montenegrin wineries offer traditional tourist services, while in leading global wine regions, wine tourism contributes nearly half of winery revenues.
The growing interest in wine tourism from the outset highlights its strong potential and increasing demand for authentic, experiential travel.
The Wine of Montenegro platform is a digital tool created to promote the domestic wine industry, Montenegrin wineries, wine tours, and the country’s broader eno-gastronomic offerings.
“Designed as a growth driver and long-term tool for building Montenegro’s wine brand, the platform aims to position Montenegrin wineries among the world’s most sought-after smart tourism destinations. The project seeks to digitize, diversify, centralize, and efficiently promote Montenegro’s wine and gastronomy products,” the statement reads.
The platform’s main objectives include raising awareness and educating wine producers and tourism operators about the importance of wine tourism, while also creating a unique, high-quality wine tourism experience in Montenegro.
This offering is intended to attract international visitors, boost the revenue of wineries and position Montenegro as a leading wine destination, all while preserving its cultural heritage and natural resources.
Professor Dejan Melović from the Faculty of Economics is confident that Montenegro has a well-deserved place in the global wine tourism market.
He pointed out that wine tourism has seen tremendous growth in the last decade and now encompasses much more than just vineyard visits and wine tastings.
“Today, the focus is on cultural heritage and authentic experiences. Wine is paired with local gastronomy, diverse activities, and the authenticity of the local environment. Sustainable tourism, with an emphasis on biodiversity preservation, is also a growing trend,” Melović explained.
Anastasija Kačurina, an enologist with four years of experience in wine tourism, emphasized that while Montenegro’s wine offerings are diverse, there is a need to focus on the finer details.
“Quality lies in the details. It’s essential to develop a strong and authentic identity, but also to pay attention to every aspect of the visitor experience. Those involved in tourism must be well-trained and able to offer all that wine tourism has to offer,” Kačurina said.
Winemaker Dejan Keković shared his own experience, noting that 40% of his winery’s revenue comes from wine sales, while 60% is generated through wine tourism and related activities.
The panel also discussed the challenges and innovations within the wine industry, as well as opportunities to protect Montenegro’s indigenous grape varieties.
